North Carolina ... strategic plan

              2012~2013 Strategic Plan
Introduction
We take great pride at the North Carolina Division of Tourism, Film and Sports Development in the
extraordinary spirit of collaboration within our state’s travel industry. Partnerships are driving tourism’s
success as the industry helps fuel economic recovery across the state.
More than 40,000 North Carolina businesses produce goods and services to support visitor demand
and the industry directly employs nearly 200,000 residents. In fact, the leisure and hospitality sector
led the state’s employment growth in 2011. Travel and tourism also generates $1.5 billion in state and
local tax revenues and research has shown that every dollar the Division invests in statewide tourism
advertising produces a return of $10 in new state tax revenues alone.
The Division’s new marketing campaign to promote leisure travel launched in March 2012. The
“Deeper Connections” message strategy is based on research and represents a natural evolution of our
strategic position, which has long been rooted in the state’s natural scenic beauty. Current consumer
trends remind us travelers are looking for fulfilling destinations that provide distinctive experiences and
lasting memories, and there’s no better place for that than North Carolina. The consumer insight was
complemented by input from more than 500 industry leaders from around the state who participated
in online surveys and marketing workshops conducted by the Division.
The “Deeper Connections” strategy is shaping messaging throughout the Division’s integrated marketing
efforts, including the VisitNC.com family of websites that attracted a record 3.87 million web visits
in 2011. In 2012-2013, we’re investing more heavily in digital advertising to align with audiences
increasingly looking for travel planning inspiration and information online.
We invite our industry partners to review this strategic marketing plan and the expanded range of print
and digital cooperative advertising programs detailed in the Partner Opportunities section.
The consistent support within our state government and travel community have helped North Carolina
become the nation’s sixth most visited state. We value your partnership and look forward to working
with you to attract more visitors and more visitor spending to North Carolina in the year ahead.
Lynn D. Minges
Assistant Secretary of Tourism, Marketing and Global Branding
North Carolina Department of Commerce
Overview
MISSION
The mission of the North Carolina Division of Tourism, Film and Sports Development is to...
...unify and lead
the state in developing
North Carolina as
a major destination...
...for leisure travel, group tours, meetings and conventions, sports events and film production.
The Division will develop and execute effective marketing programs to accomplish these goals for the
benefit of the travel, film, sports and wine industries; the economy; and the citizens of North Carolina.
2012-2013 Goals
• Increase consumer awareness of North Carolina as a travel destination.
• Increase consumer inquiries about travel to North Carolina.
• Increase market share and visitation to North Carolina.
• Increase spending by visitors while in the state.
• Increase spending by film projects while in North Carolina.
• Increase the number of film-related projects in North Carolina.
• Increase the number of cases of North Carolina wines sold.
• Assist communities with recruiting and hosting regional sporting events held in North Carolina.
• Increase state and local tax revenues.
• Increase the number of jobs supported by the tourism, sports, wine and film industries.
• Assist communities in tourism product development and with sustainable practices.
• Leverage resources to maximize investment of Division budget dollars, with an economical approach
to all initiatives.
Brand Position
North Carolina has built its much envied brand position on insight gained from a sound and
consistent research program. Blessed with the highest mountain peaks in the east, 300 miles of
pristine barrier islands coastline, vibrant cities and charming small towns, North Carolina is a much
desired destination for millions of travelers annually. While the foundation of North Carolina’s
brand has long been formed on the state’s reputation as a place of natural, scenic beauty and restful
relaxation, brand communications are consistently refreshed to ensure North Carolina remains
in step and resonates with consumer trends and interests. While staying true to the brand’s core,
current marketing and communications efforts are reaching to establish deeper, more emotional
connections with an emphasis on fulfilling travelers’ growing desires for distinctive experiences and
lasting memories.
North Carolina Brand
Mesaging
Building on North Carolina’s envied brand position as a place of unrivaled scenic beauty, the Division
launched a new message strategy in March 2012 to broaden travelers’ understanding of the state’s
captivating beauty by reflecting more of the distinctive places, people, stories, art, flavors and experiences
that create deeper, more emotional connections and spark more frequent and longer visits.
Current consumer research trends indicate travelers are looking for fulfilling destinations that provide
distinctive experiences and lasting memories, and the new “Deeper Connections” message strategy
focuses on finding the next level of vacation, relaxation and realization to make trips more meaningful,
enriching and enlightening. This consumer insight was complemented by input from more than 500
industry leaders from around the state who participated in online surveys and marketing workshops
conducted by the Division.
The new messaging strategy and marketing campaign help differentiate the state in a very competitive
marketplace by celebrating iconic North Carolina experiences — such as tracing the footsteps of
Blackbeard, observing the wild horses of the Outer Banks, tuning in to the state’s rich and varied
music heritage, drinking in the scenery on the Blue Ridge Parkway and other routes, pursuing outdoor
adventure, cheering for racing legends, golfing across a range of terrains, and savoring the celebrated
fare of chefs, winemakers, and craft brewers and distillers that has made North Carolina a top culinary
destination.
Headline:
Only light this captivating could attract such an
elusive bear.
Headline:
Even those who race with wild abandon couldn’t help
but settle here.
Headline:
Some artists travel the world for inspiration others
don’t need to.
Overview
The North Carolina Tourism Call Center, VisitNC.com and the state’s nine Welcome Centers respond
to travelers seeking information and personalized tips to plan a North Carolina vacation. In 2011,
VisitNC.com received over 3.87 million visits, nearly 30,000 calls came in through 1-800-VISIT NC
and Welcome Centers saw over 7.1 million visitors.
In 2012-2013, the Division will continue to focus on providing high-quality, persuasive, comprehensive,
precise and timely information to inquirers through all resources available to travelers.
The 2012 North Carolina Travel Guide features Wrightsville Beach’s Johnnie Mercer pier on its cover.
A second cover was customized for a select number of travel guides being distributed for Democratic National
Convention attendees.
1-800-VISIT NC
Purpose
The North Carolina Tourism Call Center is operated in partnership with the North Carolina
Departments of Transportation and Correction, with the purpose of ensuring high standards of service
for all aspects of visitor contact, from receipt of call through information delivery.
Objectives
Distribute 600,000 copies of The Official 2012 North Carolina Travel Guide
Strategies
• Promote onsite informative presentations at the Call Center to keep operators up to date.
• Continue to implement efficiencies to maximize return on human and financial resources invested in
the Call Center.
• Respond to information requests by producing professional, quality publications such as The Official
North Carolina Travel Guide.
Inquiry Fulfillment
VisitNC.com
VisitNC.com is a family of sites serving as the comprehensive North Carolina travel-planning source
for accurate, compelling and substantive information on all the state offers travelers.
This family of sites must constantly evolve to keep pace with emerging technologies, evolving digital
standards and trends in consumer behavior.
Recent site enhancements include:
• Upgraded homepage gallery capabilities. Static, semi-permanent images have been replaced by a
collection of up to six dynamic images each linking to timely content within the site. These themes
refresh monthly and encourage site visitors to explore deeper and stay longer.
• Refreshed homepage layout. As a result of subtle design adjustments, more useful content now
appears “above the fold” on most computers and tablets. These enhancements offer site visitors
quicker opportunities to dig deeper into the site. In addition, the new layout migrates content from
vertical columns into horizontal rows, maximizing the mobile visitor experience.
• Greater emphasis on wine, featured events
and special offers. Analytics indicate visitors
regularly search wine-related terms more
than any other keywords on the site. Because
of this, a link to the wine journey has been
added to the main navigation bar at the top
of the homepage. In addition, the new, row-centric
layout creates more space to better
highlight featured events and special offers,
which rotate randomly on the homepage.
As a result of these enhancements, partnered
with ongoing marketing efforts, the homepage
bounce rate is down 19.58 percent and
downstream traffic to partner sites is up 12.49
percent compared to the same period the previous year. (Dec. 1, 2010 – Feb. 28, 2011 vs. Dec. 1, 2011
– Feb. 29, 2012)
In the coming fiscal year, the Division will seek to enhance the VisitNC.com user experience while
maintaining growth in the number of new and return site visits, downstream traffic to partner sites,
email subscribers and social media fans and followers. In addition, the Division will aim to streamline
content input / sharing capabilities for industry partners.
2012 – 2013 action items include:
• Continue to enhance design and usability of VisitNC.com and sister sites.
• Maintain performance of industry partner marketing opportunities.
• Conduct site usability testing and content audit to inform future design and development.
• Streamline existing site content to maximize its discoverability and usefulness to visitors.
• Continue development of interest-specific content areas to be used on VisitNC.com and sister sites
as well as in e-newsletters, social media, etc.
• Develop digital tools that allow easy, one-time submission of events, attractions, lodging, etc.
• Optimize design and content for use on tablets, smart phones and other mobile devices.
• Evaluate and refresh e-newsletter strategy and subscriber database.
• Increase emphasis on user-generated content and social sharing via Facebook, Twitter and the
Division’s other social media accounts.
VisitNC.com – Social Media
In addition to digital, print and broadcast communications efforts, a complementary social media
strategy is essential because of its ability to offer direct, unfiltered access to current and prospective
travelers. What’s more, consumers increasingly are making decisions based on word-of-mouth not only
from friends and family, but also from members of their online community and social networks.
North Carolina boasts a strong following across multiple social platforms, and works daily to engage
those followers in a way that mobilizes them to become online advocates for tourism throughout the
state.
Goals
• Influence new visits to the state by connecting with consumers online via popular social platforms
such as Facebook, YouTube and Pinterest.
• Drive traffic to VisitNC.com by extending the North Carolina brand message to social media.
• Create opportunities for user-generated content (pictures, videos and reviews) to complement the
“deeper connections” brand strategy on VisitNC.com and in social media.
Strategies
• Identify creative opportunities to extend website content to social media – for example, by
complementing music content with a Pandora station or film news with a Pinterest board.
• Facilitate daily conversation about ways to make “deeper connections” in North Carolina by posing
questions and sharing current news and trivia about the state.
• Encourage the submission of user-generated content by creating places for visitors to collaborate – for
example, in a Flickr group, on a Pinterest board or as part of a Facebook or Twitter chat.
• Evaluate monthly engagement metrics (comments, likes, shares, replies, retweets, repins, etc.) to
determine what’s working and adjust social media strategies accordingly.
• Monitor the development of new social media platforms to identify brand-appropriate opportunities
to establish the Division as a social media leader among state DMOs.
Welcome Centers
The Division’s nine Welcome Centers promote thousands of tourism-related businesses—attractions,
accommodations, events and more—to visitors already in North Carolina who are actively seeking
travel information. Located on Interstate highways just inside the state line, each Welcome Center has
a statewide focus, with an emphasis on information for visitors traveling a particular interstate corridor.
Professional, nationally-certified travel counselors provide efficient, professional and personal customer
service in consistently clean, pleasant and modern facilities.
2012-2013 Goals
• Enhance the visitors’ experience to North Carolina by constantly providing exceptional hospitality
and service.
• Provide eficient, professional and personalized customer service in conjunction in clean, pleasant
and modern facilities.
• Distribute publications from partners, attractions, accommodations and other tourism-related
businesses in North Carolina.
• Offer attractive publications, such as The Oficial North Carolina Travel Guide, and efectively
display partner publications to provide valuable information, scenic photography and informative
editorial features for visitors.
• Utilize technology, banners, displays and onsite demonstrations to showcase the state’s natural scenic
beauty and attractions, aggressively reaching out to attractions to constantly update information.
• Display promotional signage to extend Division messaging and encourage travelers to use VisitNC.
com and the Toll Free 1-800 VISIT-NC as a resource.
• Work productively with local CVBs and chambers of commerce to coordinate and organize tourism
events such as Tourism Day celebrations, PIT STOP, Canadian Week and other local events year
around.
• Work with partners to develop webinars--virtual training programs--to ensure that travel counselors
have first-hand knowledge of the state’s attractions at minimal cost to the state and to the partners.
• Continue ongoing customer service training
• Make hotel reservations, suggest itineraries and promote attractions to extend length of stay and
increase visitor expenditures during visits especially during statewide events.
• Exchange information with other states and
participate in regional and national conferences,
such as Southeast Travel Counselors Alliance and
Educational Seminar for Tourism Organizations
(ESTO), and list-servs to ensure that North
Carolina’s Welcome Centers are among the nation’s
best by constantly reviewing best practices.
• Work to continuously improve sustainable
practices at Welcome Centers to reduce operating
costs, improve working conditions and customer
experience, and serve as an educational tool for
visitors.
Go to VisitNC.com to identify Welcome Centers
across the state.
Research
Division communications, tourism advocacy and customer service efforts are based on ongoing
analysis of relevant research each year. The Division research team works closely with third-party
research organizations and government agencies to monitor North Carolina domestic and international
visitation. Periodic reports are published regularly on the Tourism Research page on nccommerce.com.
Visit the North Carolina Department of Commerce Tourism Research page for current visitation
reports.
2012-13 Research Objectives
1. Coordinate, manage and analyze research to monitor and measure domestic and international
visitation to North Carolina.
TNS TravelsAmerica:
• Analysis of visitation trends and visitor volume for North Carolina.
• Visitor and visitor party demographics, length of stay and other pertinent characteristics of
statewide visitors.
• Visitor and visitor party characteristics at the regional level (Coastal, Piedmont, and Mountain).
• Market share and volume on a national and regional basis to allow for comparison to competitive
destinations.
VisaVue/Stats Canada/Office of Travel and Tourism Industries:
• Analysis of visitation trends and visitor volume for North Carolina
• Visitor and visitor party demographics, length of stay and other pertinent characteristics of
Canadian visitors to North Carolina.
• Market share on a national basis to allow for comparison to competitive destinations.
• Annual statewide visitor spending estimates for overseas and Canadian visitors.
• Data on new and emerging markets with visitor potential for North Carolina.
Statewide and County Level Visitor Spending Study (TEIM):
• Annual statewide visitor spending estimates, employment, wages, and local and state tax revenues
directly resulting from visitor spending.
• Annual county level visitor spending estimates, employment, wages, and local and state tax revenues
directly resulting from visitor spending for all 100 North Carolina counties.
Visitation trends to North Carolina including: attractions attendance, airport usage, gas prices, weather/
precipitation, etc.
Monitor statewide and regional lodging statistics on a monthly, quarterly and annual basis.
2. Plan, implement, manage and analyze new and timely research to best plan and allocate marketing
investment and guide policy decisions.
Go to the Research Partner Development Opportunities page
Domestic Travelers
Comunications Objectives
2012 – 2013 Communications Objectives:
• Increase traffic growth to VisitNC family of sites by 5-7%.
• Increase downstream traffic to partner sites by 5-8%.
• Increase e-newsletter program open rates by 3-5%.
• Increase social media engagement (clicks, mentions, likes, etc.) by 5-8%.
North Carolina currently ranks as the sixth most visited state in the nation and domestic visitors spent
$17 billion here in 2010. The Division of Tourism, Film and Sports Development measures success
through exposure from broad media coverage, travel inquiries, qualified lead generation and ultimately
visitation and travel expenditures to the state.
The primary communications objectives for the Division’s efforts include increasing awareness of
North Carolina as a premier leisure travel destination, attracting more consumers to VisitNC.com and
providing downstream referrals for NC travel industry partners to “close the sale.”
The Division invests in a variety of media opportunities to help promote travel and tourism across
the state. These vehicles also include cooperative advertising programs that provide travel industry
partners with similar opportunities for maximizing exposure for their own destination or property. The
Division’s advertising program strives to impact North Carolina’s brand awareness and intent to travel
in our key markets of origin.
Paid Media Aproach
For the first time the media budget will shift to a more digital focus. As a part of this shift we will
narrow the list of print partners to include only the strongest titles with a history of providing value
to the North Carolina brand and its partner entities. Traditional print will continue to work together
with broadened online offerings to create a multi-layered plan that will reach consumers at various
levels during their travel planning process. As consumers continue to migrate towards the online world
for additional research and eventual purchase, travel included, North
Carolina must adapt to remain top-of-mind for consumers. Research
from the travel category shows this consumer shift to online for research
and purchase to be happening at a rapid pace.
According to an eMarketer industry report from November 2011 the
number of Americans who will research travel online will reach 117.6
million in 2012, an increase of over 15 million Americans since 2009.
Also noted in the eMarketer report, an estimated 98.3 million Americans
will book travel online in 2012 versus just 82.6 million in 2009. The
report also suggests that there will be $105.4 billion in online leisure/
unmanaged business travel sales in 2012.
2011 travel category research from Google Adwords shows an increase
of 34% in travel queries made via Google.com from 2010-2011. The
Google Adwords report also reveals that 85% of all travelers researched via search engine, 49% searched
online hotel reviews and 80% of affluent travelers comparison shop “always or frequently” online.
North Carolina’s media shift is intended to keep the brand in front of potential travelers as they continue
to migrate to the web for their travel research.
Branded Print
The Division’s branded creative units continue to appear in strong, relevant titles delivering the core
North Carolina traveler. Females continue to be the primary influence on household travel decisions
and these titles reflect her lifestyle and are ideal environments in which to inspire travel planning.
Online
Throughout the year, digital advertising will play an ever-increasing role in North Carolina’s
communications mix. The primary objective is to continue driving traffic to VisitNC.com, in which
travel intent can be quantified through robust tracking of specific user activities, such as downstream
traffic to partner sites, Travel Guide requests, email subscriptions and sweepstakes participation. Online
success metrics will include cost-per-click (CPC) and cost-per-activity (CPA), both measurements of
cost-efficient and qualified traffic to VisitNC.com.
Strategies
Digital efforts will be rooted in a strategic, multi-pronged approach that extends the Division’s presence,
supports North Carolina partners and continues to drive learnings across the board:
Brand Online
• NEW! Annual Brand Display
• Seasonal Brand Display
• Annual Brand Paid Search (SEM)
Brand Online will consist of the following digital campaigns in order to drive cost-efficient and
qualified traffic to VisitNC.com. The Division will apply learnings from each campaign to the next in
order to maintain momentum and advance performance benchmarks, including publisher, creative and
geographical success.
NEW ! Annual Brand Display
Annual Brand Display will serve as a new initiative to extend the Division’s online display presence
across the entire year. Leveraging top-performing publishers from historical campaigns, the Division
will be able to support consistently strong partners in addition to earning price efficiencies.
Casale Media
As a staple and proven performer, the Division will partner with Casale Media to implement a strategic
mix of performance-driven and custom audience placements. Based on predictive analysis, robust
infrastructure and consumer market research, the leading ad network will allow the Division to tap
into key audiences with targeted reach and scale. Additional tactics will also be tested throughout the
year in an effort to continuously enhance the annual buy and maximize traffic to VisitNC.com.
TripAdvisor
As one of the world’s largest travel sites, TripAdvisor provides an effective foundation for the Division
to engage users while in the core research and planning mindset. Top-performing placements from
historical campaigns, including geographically-focused content pages, will continue to be strengthened
across the full year. In addition, the Division will take advantage of opportunities that lend to further
testing of both media tactics and creative executions.
Seasonal Brand Display
Seasonal Brand Display campaigns will supplement Annual Brand presence and provide additional
media support during primary seasons as well as other key periods throughout the year. In order to
continue successful momentum campaign-over-campaign, the Division will leverage top performers as
a baseline for each effort. The publisher mix will then be enhanced with additional partners to provide
strategic alignment with seasonal themes and audiences, such as Outdoor, Family Fun and Culinary.
All campaigns will be diligently managed and optimized to ensure click efficiencies to VisitNC.com.
Annual Brand Paid Search (SEM)
The Division will continue to drive traffic to VisitNC.com with the use of search engine marketing.
SEM strategy for 2012 includes a few key points:
• A shift to spending over 95% of the budget with Google
• Basing success on the activities rather than clicks and optimizing to increase activities every month
• Implementing campaigns based on the editorial calendar, for example fireplaces in January etc.
Online Partner Programs
• NEW! Co-Op Display Program
• Co-Op Dedicated eBlast Program
• Co-Op Sweepstakes eBlast Program
A hybrid of targeted-reach vehicles and travel-endemic publishers will be leveraged along with
supplemental digital support from print partners in order to build a cohesive and integrated program.
Diligent campaign management and ongoing optimizations will lend to healthy test-and-learn practices
thus enforcing the primary objective to drive cost-efficient and qualified traffic to VisitNC.com. As the
Division’s needs grow, additional digital agents may be incorporated throughout the year, such as lead
generation, mobile and paid social media.
Dedicated eNewsletters
Based on the success of themed eNewsletters, the Division will continue to creatively develop and sell
custom cooperative eNewsletters, aligning with the four core themes of the year: Outdoor, Culinary,
Family and Special Offers. These eNewsletters will be sold on an individual basis and are not bundled
with print.
Participation is available throughout the year at a cost of $1,500 per partner with six partners per
eNewsletter.
Opportunities include:
• Family, example lists: We Just Got Back, Meredith Travel, Dunhill Travel etc. Two drops, spring and fall
• Outdoor, example lists: InsideOut Media Group, Blue Ridge Outdoors, etc. Two drops, spring and fall
• Culinary, example lists: Cooking Light, Food & Wine, etc. Two drops, spring and fall
• Special Offers, example lists: Travel-Ticker, Budget Travel, etc. Two drops, spring and fall
Public Relations
Public relations efforts promote North Carolina as a premier travel destination through implementation
of a consistent, targeted, proactive, cost-effective media campaign that integrates, supports and enhances
goals and objectives across all Division programs and initiatives.
Strategies
• Target consumer and trade editorial media contacts to achieve diverse placements and exposure for
North Carolina among regional and national audiences. Representative tactics include electronic
releases, one-on-one pitching, desk visits, media missions with partners, media familiarization tours
and press kit development.
• Showcase upcoming events and “What’s New” across the state in eforts targeting short-lead publishers
such as newspapers and web outlets and long-lead lifestyle and travel magazines.
• Consistently refresh and promote accessibility of new and refined collateral materials for the online
media center, such as electronic press kits, B-roll, video, still images and more.
• Utilize the latest software to manage media lists, monitor and analyze media coverage and evaluate
overall effectiveness of the public relations campaign.
• Assist interactive team in expanding social media strategies on VisitNC’s Twitter, Facebook, blog and
photo share outlets to:
o Extend reach through pass-along activities like retweets and Facebook “feedback” interactions per impression.
o Increase grassroots consumer exposure of North Carolina by growing the community of followers
and participants.
o Drive downstream traffic to promotional content on VisitNC.com.
In-State Partnerships
The Division balances its emphasis on attracting out-of-state visitors with very effective promotional
efforts in-state resulting from ongoing partnerships with the North Carolina Association of Broadcasters,
the North Carolina Press Foundation, UNC-TV and Time Warner Cable. Collectively, these efforts
generate nearly $4 million in exposure annually for the North Carolina brand and VisitNC.com in
print, newspaper, television, radio and online. The Division’s partnership with UNC-TV includes
underwriting of the highly-rated weekly show “North Carolina Weekend” that promotes VisitNC.
com while showcasing iconic and often undiscovered places, people, attractions and stories all across
the state.
The Division of Tourism has a unique opportunity to bring North Carolina to the world. With the
several overseas and Canadian direct flights daily, North Carolina attracts both corporate and leisure
travelers – enough that in 2010 the state ranked 17th in the United States for overseas travelers. The
Division has had in-country international representation since 1990, and collaborates with local
marketing partners in Canada, the UK and Germany.
International visitors on average stay longer and spend more on their holidays – providing new tax
dollars to every community they visit. The approach in each market is to influence the potential visitor,
both with direct-to-consumer campaigns and via tour operators/travel agents and media.
Communications Goal
Increase awareness and interest in individual and group international leisure travel to North Carolina.
Strategy
1. Directly reach consumers through online/web and public relations marketing efforts; influence
international tour operators and travel agents through public relations, tradeshow and partnership
development.
2. Continuously renew and refresh content on each international website.
3. Develop new collateral materials – electronic press kit, B-roll and video – to extend the reach of the
public relations campaign consistent with Division marketing goals and messages. Increase spending
by visitor while in the state.
4. Produce quality research to help guide the Division’s international marketing investments and policy
decisions.
• Continue to coordinate, manage and analyze research with current contract organizations.
• Participate in VisaVue® Travel program to gather broader and more statistically accurate data
regarding international visitors’ travel activity in North Carolina.
• Study of Canadian Visitors to North Carolina – Continuation of analysis of Canadian visitors to
the state, volume estimates and visitor profile.
5. Develop and maintain consumer opt-in database and deliver quarterly eNewsletters, along with
mailings to addresses collected through promotions.
6. Work with TravelSouth to promote North Carolina to emerging international markets where we do
not have representation through their co-op programs.
Go to the International Partner Opportunities page
International Travelers
Consumer & Trade Strategy
Target Market Highlights
Canada
• North Carolina’s Diverse Travel Product
o Sales and media missions to travel trade and media
o CAA Travel Show
o Ongoing refreshment of qc.visitnc.com content
o News and event editorial coverage through PR efforts including monthly themed press releases
o Sales and media missions travel trade and media
• FIT Product
o Partnerships with airlines
o Travel agent familiarization tours
o Online media campaigns
United Kingdom
• North Carolina Events
o Semi-annual online magazine
o News and event editorial coverage through PR efforts including monthly themed press releases
• North Carolina’s Diverse Travel Product
o Individual and group media familiarization tours
o Sales and media missions to travel trade
o Continuous renewal of uk.visitnc.com website
• FIT Product
o Familiarization tours for tour operators
o Direct-to-consumer brand marketing campaign
o Airline partnerships
Germany
• North Carolina’s Diverse Travel Product Individual and group media familiarization tours
o Pitch targeted story ideas
o Continuous renewal of de.visitnc.com website
o Quarterly eNewsletters driving traffic to de.visitnc.com
• FIT Product
o Direct-to-consumer brand marketing campaign
o Airline partnerships
Overview
The travel trade program implements marketing strategies that target travelers through third-party
sellers and travel industry trade suppliers. Third-party sellers include:
• Tour Operators
• Receptive Operators
• Travel Agents
• Meeting and Convention Planners
• Sports Event Rights Holders
Communications Goals
• Increase travel to the state by attracting group tours, sporting events, meetings and conventions.
• Continue to promote North Carolina as a premier location for sporting events.
• Enhance North Carolina as a premier destination in the Southeast for meetings and events through
development of an inventory of implemented sustainable practices in the tourism industry.
Go to the Group and Event Partner Opportunities page
Strategy
1. Target travelers through third-party sellers and travel industry trade suppliers with multiple
outreach tactics including trade print, tradeshows and eBlasts.
2. Expand North Carolina online marketing programs on VisitNC.com to encourage group travel in
North Carolina.
3. Continue to provide sustainable tourism education and resources for local areas, organizations and
event owners.
4. Increase awareness of the Blue Ridge Parkway by co-hosting a familiarization tour for AAA and
CAA counselors in partnership with Virginia.
5. Coordinate a domestic sales mission reaching tour operators, tour receptive operators and travel
agents in key domestic markets (e.g. Ohio, Pennsylvania, Tennessee, Florida, Alabama, Arkansas
and Georgia).
6. Maintain and make publicly available an inventory of sporting event facilities and potential venues
across the state on sportsnc.com.
7. Strengthen the sportsnc.com brand and expand, improve and enhance usability and functionality
of sportsnc.com.
8. Build relationships with key event planners and participate in these industry tradeshows: Travel,
Events and Management in Sports (TEAMS); Amateur Athletic Union (AAU); United States
Specialty Sports Association (USSSA); National Softball Association (NSA); and National Soccer
Coaches Association of America (NSCAA).
9. Plan, implement and manage new and timely research to understand conditions of the sports
industry in North Carolina and how they relate to tourism.
10. Develop a consistent, technologically innovative way of tracking group tour business in North
Carolina.
11. Develop and maintain group tour and sports development contact database.
12. Coordinate, manage and analyze data collection to monitor and measure sports-related visitation
to North Carolina
Group & Event Travel
Comunities & Non-Profits
The industry relations program communicates the economic benefits of tourism to North Carolina’s
residents, policymakers and media. In addition, it optimizes the coordination and communication
among North Carolina’s tourism, film, sports and wine partners, including public agencies, distributors
and private sector suppliers. The Industry Relations program develops opportunities for professional
education, technical assistance, training and product development.
NC Communities and Tourism-Related Nonprofits
• Continue the Division’s Tourism Resource Assistance Center Program (TRAC), working with
industry partners across the state to promote the benefits of working with the Division to maximize
the impact of the business of tourism.
• Support sustainable eforts to protect, preserve and promote the state’s natural, historic and cultural
resources.
• Assist communities market and promote the Civil War Trails Program in anticipation of the events
that will surround the 150th anniversary of the Civil War in North Carolina, 2011-2015. Focusing
on Slavery and emancipation for 2012- 2013.
• Continue collaborations between Dept. of Cultural Resources, including African American Heritage
Commission, Southern Campaign of the Revolutionary War Heritage Corridor, Civil War 150th
events, Highway to History (Highway 70) and Maritime Heritage (Queen Anne’s Revenge,
Blackbeard, etc.).
• Provide support for various trails, including African American, Music, Folk Heritage, Homegrown
Handmade and Literary as well as supporting the Creative Economy including performing arts and
artists throughout NC.
• Provide support to the National Heritage Area Designation in Eastern NC 40 county region.
• Provide support to the Gullah/Geechee Heritage Corridor efforts.
• Encourage greater integration with other Division programs and other state agencies (DENR, Dept.
of Agriculture, DOT, etc.).
• Develop strategic partnerships with federal, state and local agencies to support sustainable tourism
efforts.
• Continue participation on the Appalachian Regional Commission’s Tourism Council and its activities.
• Work with communities and organizations interested in promoting the growth and development of
the tourism programs, product and business in their communities.
• Ofer technical assistance or aid in identifying appropriate resources for community initiatives,
programs and workshops.
• Maintain presence in community development initiatives and ofer technical support for those
communities who have identified tourism development as a key strategy (NC STEP and 21st Century
Community program, strategic planning, trails development, heritage tourism).
• Leverage the state’s marketing eforts by providing assistance with marketing projects at the local
level.
• Promote the Division’s cooperative marketing programs to communities.
• Continue to support and provide technical assistance the efforts of the Whirligig Park project
• Work with partners to provide sustainable tourism development education and resources.
• Work with partners to promote agritourism eforts and introduce “farmers/fishermen to table”
initiative to promote local food product.
• Provide marketing opportunities and technical assistance to communities in their eforts to market
themselves as retirement destinations, including attending trade shows, such as “AARP’s Life @ 50+,”
e-marketing and other opportunities.
Industry Relations
Partners & Boards
• Provide value to North Carolina industry partners/boards by providing high-quality, accurate and
timely information including research, reports, information, education, feedback on successful
partnerships, outputs and outcomes.
• Provide timely information to North Carolina travel industry partners to keep them abreast of policy
issues, market trends and programs within the state by hosting the annual North Carolina Governor’s
Conference on Tourism and the Mid-Year Marketing Update.
• Continue weekly electronic distribution of NewsLink eNewsletter to provide information to keep
partners abreast of policy issues, market trends and programs within the state, in addition to reporting
media coverage, and study data regarding its usage to maximize its value.
• Generate story placement around key Division-sponsored events about the important economic
contribution of North Carolina’s tourism industry including visitor spending estimates and industry
research, the Governor’s Conference, the release of the Official North Carolina Travel Guide, and
Tourism Day.
• Monitor legislation and policy issues impacting the state’s tourism, film, sports and wine industries;
keep industry partners informed through electronic communications, including emails and
nccommerce.com.
• Provide media clips of successful public relations eforts to gain earned media in domestic and
international publications:
• Distribute media clips to industry partners when they are mentioned in stories.
• Provide the circulation and advertising value of media clips to industry partners so they can see the
economic value of the Division’s efforts.
• Produce and electronically distribute a strategic marketing plan and annual report for key industry
partners.
• Work with partners to develop relevant and applicable pollution prevention and waste minimization
tools, such as resource sheets, case studies and financial incentives for the Division’s presence on
nccommerce.com.
• Ofer a variety of partner programs from print and interactive media to public relations and
sweepstakes designed to unify and expand the North Carolina message in a cost-effective manner.
• Actively engage the Travel and Tourism Board, the Interagency Tourism Council and other
organizations to help support the work of the Division and policy issues that affect the industries
served.
Citizens, Media & Policymakers
• Provide accurate and timely information to the media, citizens and policymakers. Measure, monitor
and report outcomes via quality research reports and analyses.
• Make key tourism research such as visitor volume; market share; visitor demographics; visitor
spending; related jobs, wage and tax revenues; and economic impact figures readily available online
or upon request.
• Coordinate events during National Tourism Week and North Carolina Tourism Day to emphasize
tourism’s important contribution to the state’s economy to the General Assembly, state government
and local officials, North Carolina residents and the media.
• Make data available that demonstrates tourism’s important contribution to the state’s economy to the
General Assembly, state government and local officials, North Carolina residents and the media.
• Provide media clips of successful public relations efforts to gain earned media in domestic and
international publications:
o Distribute these media clips to policymakers and partners providing the circulation and advertising
value so they can see the economic value of the Division’s efforts on behalf of their districts.
• Continue to coordinate, manage and analyze research with contract organizations to provide critical
information about the benefits of tourism to the state’s economy.
o The Economic Impact of Travel on North Carolina – Calculates the impact of travel on North
Carolina based on visitor expenditures.
o Produce and electronically distribute an annual report that outlines results achieved in all program
areas.
• Support statewide economic development efforts by working with appropriate groups to provide
tourism research data
• Help educate federal government oficials in Washington, D.C., of the impact of tourism on the
North Carolina economy. Inform the policymakers about key legislation important to the tourism
industry on a local and national basis and work with the US Travel Association to impact legislation.
• Generate story placement around key Division-sponsored events about the important economic
contribution of North Carolina’s tourism industry, including visitor spending estimates and industry
research, the Governor’s Conference, the release of the Official North Carolina Travel Guide, and
Tourism Day.
North Carolina Wine Tourism
Goals
Increase North Carolina wine tourism by increasing awareness of North Carolina wineries and wines,
thereby generating more visits and increasing tax revenue for the state.
Strategies
• Utilize an integrated mix of tactics to promote visitation to
North Carolina wineries and AVAs.
o Promote North Carolina wineries and increase awareness,
interest and visitation through outdoor, print and online
advertising.
o Enhance, produce and distribute the North Carolina
Winery Guide to welcome centers, tourism authorities,
wine industry and consumers.
o Promote wineries in the North Carolina Travel Guide
that is distributed to welcome centers, tourism authorities
and consumers.
o Offer cooperative advertising and promotional
opportunities to winery partners.
o Integrate wine news into the Division’s e-newsletters to
consumer subscribers.
o Regularly refresh and enhance the content on VisitNC.
com to provide relevant information to travelers and wine
enthusiasts, and improve downstream traffic referrals to
winery partner sites.
o Develop a mobile website to complement and enhance
VisitNC.com for wine travelers.
o Utilize VisitNC.com to drive additional traffic to
visitncwine.com and act as a resource for more detailed
travel-related information including lodging, attractions
and events.
o Utilize and expand social media to promote North
Carolina wine on the VisitNC.com Facebook page and
@visitncwine Twitter feed.
• Effectively leverage earned media and public relations messaging to
influence consumers in key markets to visit North Carolina wineries.
o Generate earned media promoting North Carolina wine and
wineries in consumer publications.
o Distribute wine-themed press releases focusing on North Carolina
wine, events and news.
o Enhance collateral materials, including press kits and videos, to
extend the reach of the public relations campaign consistent with
the Division’s marketing goals and messages.
o Target and host wine and culinary journalists on media
familiarization tours and individual visits to North Carolina
wineries.
o Host media tasting events, and participate in media missions and
various culinary industry meetings.
Wine
NC Film
The mission of the NC Film Office is to Create High-Paying, Quality Jobs by market the entire state
as a location for film and commercial production and promoting the use of North Carolina support
services and professionals. The Film Office is a client-driven program that services international, out-of-
state production companies, in-state production companies, and North Carolina support services
and crew.
Audiences
Motion Picture Studios
Film, Television and Commercial Producers
Local Film Professionals
Goals
• Increase spending by film projects while in North Carolina.
• Increase the number of film-related projects in North Carolina.
• Increase the number of film production days in North Carolina.
Strategies
• Recruit and support film and television productions
as a vital component of the state’s economic
development plan to create and maintain jobs and
industry support services, increasing film production,
film-related expenditures and film industry jobs.
o Grow strong and trusted relationships with
Hollywood studios and decision-makers through
sales missions and participation in Los Angeles-area
industry events and well-placed print and online
advertising.
o Actively market North Carolina’s new 25 percent
Motion Picture Incentive. With the new incentive
structure, the state’s target market is television series
and motion pictures with a budget range of $5
million to $50 million.
o Actively recruit the studios’ television and
independent divisions as well as independent
companies with whom they have relationships.
o Focus energy on a myriad of new independent
companies emerging outside the studio system and
commercial production houses.
o Provide assistance to film production companies
seeking information about filmmaking in the state.
o Assist film scouts within the state and work in cooperation with regional film commissions.
o Provide assistance and information as needed while film crews are on location within the state.
o Promote the state’s film incentives as a means of securing additional film activity in the state.
o Promote the North Carolina film industry through a strategic print, online and promotional
campaign.
o Anticipate market trends in the industry and also in areas of social responsibility such as educating
constituents regarding eco-friendly practices and humane treatment of animals while filming.
Film
• Provide world-class service to North Carolina’s crew base with citizen-only web portals to post their
credentials, learn about upcoming job opportunities and respond to their requests to better enable
them to maintain their North Carolina residence and job status.
o Maintain and communicate information about local crews, goods, support services and stage space.
o Work to increase local infrastructure and build the North Carolina film community.
• Track and monitor film activity within the state by capturing data on the impact of film projects on
North Carolina and share this accordingly with key stakeholders. Measures include:
o Annual economic impact
o Intent-to-film forms
o Production days
o Phone calls to the state
o Various marketing reports produced by Reel Scout database
• Track and communicate key policy issues that may have impact on filmmaking activity in the state.
Go to the Film Partner Opportunities page
Go to the NC Regional Film Offices Contacts Directory page
An integrated view of the Division of Tourism’s print and digital media calendars are available to
download below. Also offered here for download is a current listing of industry events.
Download links for Calendars.
2012-2013 Print Media Calendar
2012-2013 Digital Media Calendar
2012-2013 Industry Events Calendar
Calendars
Partner Co-Op Packages
The Division develops and offers NC travel destinations and organizations affordable co-op advertising
programs. Cooperative advertising and marketing programs are evaluated and selected based on their
ability to effectively and efficiently reach North Carolina’s target consumer. These programs combine
paid media placement in a variety of platforms relevant to the Division’s core audience. New for 2012-
2013 are expanded digital display and eBlast co-op programs. The Division also offers customized
advertising programs on VisitNC.com with discounts based on volume.
Traditional Directory-Style Print Co-ops:
Traditional directory-style cooperative print opportunities will be available again in 2012/2013 to
round out the areas of partner interest. Individual Reader Service listings for each partner will generate
qualified leads from each of the following publications:
Travel Meredith 4 page insert: May 2013
• Better Homes and Gardens / Family Circle
• Combined Circulation- 1,498,600 (GA, SC Eastern TN, VA, FL)
• 12 directory partners, 1 full page partner
• Directory partner investment- $5,000
• Full page partner investment- $27,000
Better Homes and Gardens co-op spread: October 2012
• Circulation- 1,031,000 (GA, SC, Eastern TN, VA, FL)
• 6 directory partners
• Directory partner investment- $4,500
Southern Living co-op spreads: September 2012, May 2013
• Circulation- 1,150,000 (GA, SC, TN, VA, FL)
• 6 directory partners (September)
• 12 directory partners (May)
• Directory partner investment- $4,500
Coastal Living co-op spread: April 2013
• Circulation- 450,000 (Eastern)
• 6 directory partners
• Directory partner investment- $2,000
O, The Oprah Magazine co-op spreads: October 2012, May 2013
• Circulation- 700,000 (Eastern)
• 12 directory partners per run
• Directory partner investment- $3,500
Garden & Gun co-op spreads: Aug/Sep 2012, Apr/May 2013
• Circulation- 250,000 (Full run, 80% southeast)
• 6 directory partners per run
• Directory partner investment- $2,000
Partner Opportunities
Outside co-op spreads: September 2012, April 2013
• Circulation- 235,000 (Eastern)
• 6 directory partners per run
• Directory partner investment- $2,000
Download a media calendar detailing each print co-op opportunity and additional information.
Contact:
Brooks Luquire
brooks.luquire@lgaadv.com
704.552.6565
Crandall Turner
crandall.turner@lgaadv.com
704.552.6565
Digital Co-Op Packages
Based on the ever-evolving media landscape, a new cooperative program will allow partners to
collaborate with the Division and extend collective reach across a strategic mix of online publishers.
Each co-branded banner unit will be wrapped in a North Carolina brand message and feature one or
multiple partners, depending on the selected buy. All co-branded banners will present user options
to drive traffic to respective partner sites as well as VisitNC.com, in which click efficiencies will be
monitored to generate maximum performance.
Benefits to partners include:
• Leveraged buying power through Division and partner collaboration
• Strength of shared brands and creative assets
• Media services – negotiations and placement
• Creative services – concepting, design and development
• Campaign management – set-up, trafficking and optimizations
• Campaign analytics – robust tracking and reporting
The following programs have been structured to offer options that cater to varying partner needs in
the form of investment level, publisher type, the number of participating partners, creative format and
campaign timing:
Casale Media
As one of the Division’s strong performers from online Brand campaigns, Casale Media will provide
geo-targeted exposure across their leading network of premium-quality sites. Standard creative will
feature one partner per monthly flight in conjunction with the North Carolina brand.
Investment Details
Monthly Partner Investment: $3,000 Per Partner *
Estimated Monthly Impressions: 766,667 Per Partner
Partner eCPM: $3.91
Media Details
# Partners: 1 Partner per Monthly Flight **
Placement: Run-of-Network (RON)
Geo-Targets: FL, GA, SC, TN, VA, AL, MD, NJ, NY, OH, PA, TX
Sample Sites: FoodNetwork.com, Trails.com, TravelAndLeisure.com, TravelersDigest.com, NBC.com
Creative Details
Single-Partner Content: 1 Partner Plus VisitNC Brand
Creative Format: Standard Creative
Creative Units: 160x600, 300x250, 728x90
Madden Media
Madden Media is a strategic partner that will provide geo-targeted and demographically-targeted
exposure across their network of premium-quality sites. Rich media creative will feature five partners
per flight in conjunction with the North Carolina brand.
Investment Details
Monthly Partner Investment: $6,400 Per Partner *
Estimated Monthly Impressions: 2,557,000 Per Partner
Partner eCPM: $2.50
Media Details
# Partners: 5 Partners per Flight **
Available Flights: April through Mid-May (6 Weeks)
Placement: Run-of-Network (RON)
Geo-Targets: FL, GA, SC, TN, VA, AL, MD, NJ, NY, OH, PA, TX
Sample Sites: Oprah.com, USAToday.com, Accuweather.com, FoxNews.com
Creative Details
Multi-Partner Content: Up to 5 Partners Plus VisitNC Brand
Creative Format: Expandable & Non-Expandable Rich Media
Creative Units: Multiple Rich Media Units (Specific Specs TBD)
TripAdvisor
As one of the world’s largest travel sites, TripAdvisor will provide geo-targeted exposure within its
North Carolina Content pages. Rich media creative will feature three partners per monthly flight in
conjunction with the North Carolina brand.
Investment Details
Monthly Partner Investment: $5,500 Per Partner *
Estimated Monthly Impressions: 937,500 Per Partner
Partner eCPM: $5.87
Media Details
# Partners: 3 Partners per Monthly Flight **
Available Flights: August, September, October, March, April, May
Placement: North Carolina Content Pages
Geo-Targets: FL, GA, SC, TN, VA, AL, MD, NJ, NY, OH, PA, TX
Creative Details
Multi-Partner Content: Up to 3 Partners Plus VisitNC Brand
Creative Format: Rich Media Creative
Ad Units: Expandable 300x250, Expandable 970x66
* Partner Investments include the following services: media, creative, campaign management &
campaign analytics
** Flights will be sold on a first-come, first-serve basis
Co-Op eBlasts
Based on the success of themed Co-Op eBlasts, the Division will continue to creatively develop and sell
custom cooperative eBlasts, aligning with the four core themes of the year: Outdoor, Culinary, Family
and Special Offers. These eBlasts will be sold on an individual basis and are not bundled with print.
Participation is available throughout the year at a cost of $1,500 per partner with six partners per
eBlasts.
Opportunities include:
• Family, example lists: We Just Got Back, Meredith Travel, Dunhill Travel etc. Two drops, spring and fall
• Outdoor, example lists: InsideOut Media Group, Blue Ridge Outdoors, etc. Two drops, spring and fall
• Culinary, example lists: Cooking Light, Food & Wine, etc. Two drops, spring and fall
• Special Offers, example lists: Travel-Ticker, Budget Travel, etc. Two drops, spring and fall
Theme Example Lists Fall 2012 Spring 2013
Family Meredith Travel, We Just Got Back $1,500 $1,500
Outdoor InsideOut Media Group $1,500 $1,500
Culinary Cooking Light, Food & Wine $1,500 $1,500
Special Offers Travel-Ticker, Budget Travel $1,500 $1,500
Contact:
Brooks Luquire
brooks.luquire@lgaadv.com
704.552.6565
Crandall Turner
crandall.turner@lgaadv.com
704.552.6565
VisitNC.com Programs
Consumer interest and traffic to the VisitNC.com family of sites grew more than five percent in
2011 to a record 3.87 million visits. Ongoing site enhancements continue to focus on improving
consumer engagement and increasing downstream referrals to partner sites. Advertising opportunities
on VisitNC.com continue to expand and are created as a cost-effective outlet to help industry partners
extend marketing messages while creating synergy with the North Carolina brand.
Below are the VisitNC.com “a la carte” program offerings. If you are interested in multiple programs on
VisitNC.com and/or in conjunction with the Division’s print and digital opportunities, please contact
Brooks Luquire at brooks.luquire@lgaadv.com or 704.552.6565 to discuss program packages.
Display Advertising
2011 Highlights:
120 Display Ads
9,779,921 Impressions
0.61% Average Click-Thru Rate
1. Journey Display Ads
There are currently seventeen “main” Journeys on VisitNC.com which provide specific information
to visitors based on interests, theme or geographic location. Each “main” Journey is then broken
down into sub-Journeys (currently over 80 available) where your display ad would reside within
relevant content selected by the partner. Display ads will be optimized to achieve the best results
and will also run in an even rotation in related “main” Journeys as added value.
2. Product Page Display Ads
Product Pages on VisitNC.com are the locations where visitors can order the Travel Guide,
download a brochure, subscribe to a newsletter, download an itinerary or conduct a search. These
pages attract an engaged visitor with a clear “intent to travel” and are the most highly trafficked
pages on VisitNC.com. There are icons located on every page throughout the site linking visitors
to the Product Pages.
3. Exclusive Display Ads
Partners have the opportunity to own 100% Share of Voice in a select list of sub-Journeys on
VisitNC.com. This opportunity enables partners to rotate up to three display ads within the
Journey that will display each time the selected Journey is visited. Exclusive display ads ensure
that your message is embedded in content that is relevant to the partner each time it is visited on
the site.
Pricing Models
Duration Sub-Journeys Product Pages Exclusive
Annual $3,000 $9,000 $9,000
6 Months $1,500 $5,000 $5,000
3 Months $750 $3,000 $3,000
Note: all pricing includes complimentary ad creation.
Virtual Brochures
2011 Highlights:
79 Brochures
65,998 Downloads
Partners have the opportunity to expand beyond the traditional distribution of their rack brochures
via the Virtual Brochure program on VisitNC.com. Brochures are featured in the highly trafficked “All
Brochures” product pages and will receive added value within relevant Journeys, providing multiple
touch points for site visitors to instantly download your travel planning content.
Time Frame Cost
Annual $900
6 Months $550
3 Months $300
Featured Events
2011 Highlights:
124 Featured Events
213,942 Views
27,456 Click-Thrus
Tourism partners have the opportunity to call more attention to their events and festivals via VisitNC’s
paid advertising placement for featured listings. This cost-effective opportunity enables partners to
provide timely event information throughout multiple prominent areas on the site, including the
homepage and Journeys. In addition, featured events receive valuable placement in the Division’s
weekly events newsletter distributed to over 75,000 subscribers.
Featured event listings are available in 30-day increments at a cost of $150 per event.
Video
2011 Highlights:
183 Videos
215,736 Total Views
Advertorial Videos – The Division offers partners the ability to have advertorial videos produced in a
short-format style to be featured on VisitNC.com and on the partner’s site. Partners have dual ownership
of the final product with the Division and will receive the following elements on VisitNC.com:
• Headline and 50 words of copy directly below the video
• Billboard at the end of the video with partner information
Advertorial Videos are available for $6,500 per video
Special Offers
2011 Highlights:
94 Special Offers
57,808 Offer Views
24,189 Offer Click-Thrus
Partners have the opportunity to promote special North Carolina travel offers and packages to interested
visitors on the VisitNC homepage, in a dedicated Offers section on the site and throughout relevant
Journeys. Partners participating in the Special Offers program will also be included in a monthly
e-newsletter distributed out to over 45,000 subscribers.
Special Offers are available in 60-day increments at a cost of $250 per offer.
Sweepstakes
2011 Highlights:
12 Participating Partners
184,827 Entries
23,738 Leads Generated
Partners will continue to have the opportunity to feature sweepstakes promotions on the homepage of
VisitNC on a monthly basis. This program continues to be one of the largest drivers of qualified leads
for partners on the site based on the premium brand exposure and support that is carried through
the site and the Division’s other tools. In addition to display ads driving traffic to the promotion
throughout the site, partner sweepstakes are supported by two monthly e-blasts – one distributed to
VisitNC’s database of more than 175,000 subscribers and a second paid e-blast to roughly 300,000
subscribers.
Homepage Sweepstakes are available monthly at a cost of $3,000 plus the travel prize package.
Golf sweepstakes are also available to partners and will be featured on internal golf pages within
VisitNC.com for two months and via paid eBlast support.
Golf sweepstakes are available at a cost of $2,000 plus the travel prize package.
Sponsored eBlasts
The Division is now offering partners the opportunity to sponsor their popular eBlasts. Participating
partners will be able to communicate their message via prominent display branding within each eBlasts.
This is a great new opportunity for partners to reach an engaged audience who have shown interest in
learning more about what North Carolina has to offer. Sponsored eBlasts will be sold on a monthly
basis at the various costs listed below.
eBlasts Distribution List Size Cost
NCin3 Monthly (1x) 175,000 $1,000
Featured Events Weekly (4x) 75,000 $1,000
Special Offers Monthly (1x) 45,000 $500
Golf Monthly Monthly (1x) 20,000 $250
Contact:
Brooks Luquire
brooks.luquire@lgaadv.com
704.552.6565
Crandall Turner
crandall.turner@lgaadv.com
704.552.6565
Travel Guide
The Division publishes 600,000 Travel Guides annually featuring statewide attractions and
accommodation listings, along with contact information for various organizations. Travel Guides are
available at the state’s nine Welcome Centers, Visitor Centers, the Division’s Call Center, VisitNC.com
and also distributed at targeted travel-related shows.
Media advertising rates for the 2013 North Carolina Travel Guide will be posted soon.
Contact:
Journal Communications (800) 333-8842
Regional Representatives:
Mountains
Mary Ann Stafford
mstafford@jnlcom.com
Piedmont
Deshaun Goodrich
dgoodrich@jnlcom.com
Coast
Scott vonCannon
svoncannon@jnlcom.com
Corporate
Robin Robertson
rrobertson@jnlcom.com
Public Relations
Division Press Releases
The Division’s PR department regularly sends out press releases to media throughout the nation and
to outlets in Canada, the UK and Germany. Partners are welcome to submit news on their products
and events to be included in releases. Releases are distributed electronically to more than 3,000 media
outlets.
Newspaper and Calendar editor information
Goal: Promote upcoming events and new offerings to short-lead publications such as newspapers and
web outlets.
Long-lead releases
Goal: Promote upcoming events and new offerings to long-lead publications such as magazines.
“What’s New” releases
Goal: Promote new and upcoming major product additions throughout the state.
Press Kit updates
Goal: Provide content-based information to media.
Media Room on VisitNC.com
Media.VisitNC.com, the Division’s media room, contains the most current releases, images and contact
information for media outlets. Partners are welcome to submit their press releases for possible inclusion
on the site; select releases will be used to fuel the Division’s RSS feeds. Goal: Provide outlet for news
releases from partners on media site.
North Carolina Photography/Video
Throughout the year, the Division shoots updated images of the tourism product throughout the state.
Partners are able to host photo shoots and assist with logistical arrangements. Goal: Provide images for
media outlets to use in writing about the state.
Group Media Trips (Familiarization Tours)
The Division’s PR department hosts several group media familiarization tours in North Carolina to
generate positive editorial placement. Interested partners can co-host these trips with the Division by
coordinating the local hosting of the groups. Trips sponsored by the state must include more than one
county and would preferably have three counties represented. German Press Group.
UK Press Group
Canadian Press Group
Domestic Press Groups
Individual Media Visits
Each year the Division’s PR department hosts more than 50 individual domestic and international
journalists in North Carolina to generate positive editorial placement. Interested partners can co-host
these individual journalists with the Division by coordinating their local hosting needs. Visits sponsored
by the state must include more than one county and would preferably have three counties represented.
Goal: Generate editorial coverage in key domestic and international markets.
Media Missions
The Division will host a media event in a major market each year to educate the media about travel to
North Carolina. These missions include a reception where partners can get to know media from the
location as well as desk-side visits to other media outlets. Partner costs TBD.
Contact:
Margo Metzger
Public Relations Manager
mmetzger@nccommerce.com
(919) 733-7420
Visitor Services
The state’s nine interstate Welcome Centers, along with the Division’s Inquiry and Fulfillment Centers,
comprise Visitor Services.
The Division’s nine Welcome Centers promote thousands of tourism-related businesses—attractions,
accommodations, events and more—to visitors already in North Carolina who are actively seeking
travel information.
The Inquiry and Fulfillment Centers, models of efficiency in state government, are housed at the North
Carolina Correctional Institute for Women in Raleigh. Inmate telephone operators provide information
to consumers considering travel to North Carolina. In addition, they package and distribute the state’s
travel publications to potential visitors from around the world.
The opportunities listed below have been designated as cooperative initiatives between the Division and
Industry Partners.
Familiarization Tours for Welcome Center Travel Counselors
Goal: To showcase sponsor city or county so Welcome Center travel counselors will have firsthand
knowledge to share with visitors.
Brochure Distribution
Goal: To distribute sponsor’s travel literature to visitors at the nine Welcome Centers. No cost.
Audio/Video Presentations
Goal: To provide CDs from local musicians or DVDs/VHS tapes promoting tourism destinations in
sponsor’s area for audiences at Welcome Centers or for training purposes at the Call Center. No cost.
Armchair Familiarization Tours
Goal: To showcase sponsor’s city or county to the 1-800-VISIT NC operators at the North Carolina
Correctional Institute for Women to keep them abreast of new developments in sponsor’s area. No cost.
Division Office Lobby Displays
Goal: To temporarily display crafts or other local products at the Division office in Raleigh to showcase
North Carolina destinations and activities. No cost.
Hands-On Demonstrations/Performances
Goal: To have local artisans, dancers or musicians demonstrate their craft or perform in person for
travelers at Welcome Centers. No cost.
Welcome Center Displays
Goal: To temporarily display North Carolina crafts or other local products at Welcome Centers to
generate interest among travelers. No cost.
Tourism Day
Goal: To participate in the individual Welcome Centers’ annual Tourism Day celebrations during
National Tourism Week to highlight the importance of the tourism industry in North Carolina and to
thank travelers for visiting North Carolina. No cost.
Contact
Wally Wazan
Visitor Services Program Manager
(919) 715-2098
wwazan@nccommerce.com
International
The International Trade Marketing Program includes the development, coordination and implementation
of comprehensive tourism marketing strategies in German-speaking markets, the UK and Canada.
The program supports all international airline routes and targets both leisure and group tour sales in
Europe and Canada through third-party sellers, travel industry trade suppliers and various consumer
promotions. The opportunities listed below have been designated as cooperative initiatives between the
Division and its industry partners.
ITB
The whole world meets at ITB Berlin. The combination of trade exhibition, public exhibition and the
biggest professional convention worldwide attracts tens of thousands of visitors, exhibitors and media
representatives every year. North Carolina will be part of the Deep South and the Carolinas area.
Appointments will be made with key tour operators, travel agents and media professionals.
UK Sales Mission
Events throughout the region to include tour operators, travel agents, consumers and media. The
mission will be four days of appointments.
U.S. Travel Association’s International Pow Wow
U.S. Travel Association’s International Pow Wow is the travel industry’s premier international marketplace
and is the largest generator of Visit USA travel. In just three days of intensive pre-scheduled business
appointments, more than 1,000 U.S. travel organizations from every region of the USA, representing
all industry category components and more than 1,500 international and domestic buyers from more
than 70 countries, conduct business negotiations that result in the booking of over $3 billion in future
Visit USA travel. For more information on the show, go to www.tia.org.
Other International Promotional Opportunities
German Sales Mission
In each city, tour operator workshops will be scheduled during the day in order to meet key tour
operator product managers while the evenings will target travel agents through an interactive training
seminar. The mission is scheduled to take four working days.
Canadian Sales Mission
4 days of sales calls and events for tour operators, CAA offices and media in Toronto and Montreal.
Contact:
Heidi Walters
International Marketing Manager
hwalters@nccommerce.com
(919) 715-0672
Group & Event Travel
The Travel Trade Development program implements marketing strategies that target travelers through
third-party sellers and travel industry trade suppliers. The opportunities listed below have been
designated as cooperative initiatives between the Division and its industry partners. Cost TBD.
Blue Ridge Parkway Area A/CA
Familiarization Tour
Date: TBD
Place: TBD
Domestic Marketing Sales Mission
Date: Sept. 24-27, 2012
Place: New Jersey and Pennsylvania
The Division encourages economic development through the promotion and recruitment of sporting
events across the state involving amateur, collegiate and professional sports organizations. The
opportunity listed below has been designated as a cooperative initiative between the Division and its
industry partners.
TEAMS 2012
(Travel, Events and Management in Sports)
Date: TBD
Place: TBD
Web Site: teamsconference.com
Booth space on behalf of North Carolina as a destination has been reserved for this sports trade show
and is available on a first-come, first-served basis. Each attendee will be responsible for travel expenses
and registration fees.
Contact:
Kristi Driver
Domestic Marketing Manager
kdriver@nccommerce.com
(919) 733-7413
Tourism Development
The Tourism Development program works to develop tourism initiatives statewide, foster sustainable
tourism development, and promote economic growth by providing financial, technical and educational
assistance to the travel industry. The opportunity listed below has been designated as a cooperative
initiative between the Division and its industry partners.
Tourism Resource Assistance Center (TRAC )
At each TRAC session, Representatives from the Division will also be on hand to discuss services they
can provide businesses including strategic planning, assistance with identifying funding sources, and as
liaisons with other local, state, and federal agencies. There is no charge to attend, and no reservation is
required.
Contact:
André Nabors
Tourism Development Manager
anabors@nccommerce.com
(919)733-7502
Eleanor Talley
Industry Relations Manager
etalley@nccommerce.com
(919)733-0869
Research
Research Partner Opportunities
The opportunity listed below has been designated as a cooperative effort between the Division and its
industry partners.
VisaVue® Travel
Date: Ongoing
Partners: CVBs with need for data on international visitors to their destinations
Goal: To gather broader and more statistically accurate data regarding international visitors’ travel
activity in North Carolina.
Contact:
Marlise Taylor
Director of Research
mtaylor@nccommerce.com
(919) 733-7278
Film
The mission of the Film Office is to promote North Carolina film locations and resources for filmmakers,
and effectively assist in fostering movie, television, commercial and new media production to increase
jobs and revenue statewide.
Listed below are cooperative initiatives between the Division, North Carolina regional film commission
affiliates, and industry partners.
Association of Film Commissioners International (AFCI) Cineposium
Maintain membership with the official professional organization for film commissioners and continue
educational development through seminars, training and networking throughout the year.
Sundance Film Festival
Offers the opportunity to promote North Carolina’s incentives and network at this foremost showcase
for independent films.
SXSW
Offers the opportunity to promote North Carolina’s incentives and network at this foremost showcase
for independent film and interactive professionals.
AFCI Locations Tradeshow/Producer’s Guild of America
More than 300 film commissions worldwide gather at the AFCI’s anchor event in a trade show venue.
The North Carolina delegation has the opportunity to connect with more than 1,000 Hollywood film
professionals to discuss incentives and locations.
Tribeca Film Festival
Offers the opportunity to promote North Carolina’s incentives and network at this foremost showcase
for independent films.
Cannes Film Festival
Offers the opportunity to promote North Carolina’s incentives and network at this foremost showcase
for international films.
Film Sales Missions
Meet with leading executives at major Hollywood film and television studios, and also independent
filmmakers, to promote North Carolina’s incentives, locations and infrastructure for production in the
state.
Contact:
Aaron Syrett
Director, North Carolina Film Office
aaron@ncfilm.com
(919) 733-9900
Division Office
Mailing Address:
4324 Mail Service Center
Raleigh, NC 27699-4324
Shipping Address:
301 N. Wilmington St.
Raleigh, NC 27601
Ph: (919) 733-4171
Ph: (919) 733-4172
Fax: (919) 733-8582
Warehouse Fax:
(919) 661-4860
Call Center/Inquiry:
Ph: 1-800-VISIT NC
Fax: (919) 715-3097
Industry website:
NCCommerce.com
Consumer website:
VisitNC.com
Administration
Lynn Minges
Assistant Secretary for Tourism, Marketing
& Global Branding
(919) 733-4171
lminges@nccommerce.com
Amy Berenson
Assistant to the Assistant Secretary
(919) 733-7550
aberenson@nccommerce.com
Bryan Gupton
Director of Operations & Industry Relations
(919) 733-7552
bgupton@nccommerce.com
Wit Tuttell
Director of Tourism Marketing
(919) 733-7472
wtuttell@nccommerce.com
Martha Slate
Business Manager
(919) 733-7416
mslate@nccommerce.com
Juli Cooney
Assistant to the Director of Operations
(919) 733-7334
jcooney@nccommerce.com
Dickens Sanchez
Assistant to the Director of Tourism Marketing
(919) 715-2091
dsanchez@nccommerce.com
Research
Marlise Taylor
Tourism Research Manager
(919) 733-7278
mtaylor@nccommerce.com
Sustainable Tourism
Alex Naar
Coordinator, Sustainable Tourism Outreach
(919) 715-3782
anaar@nccommerce.com
Community Relations and Outreach
Karen Mann
Community Outreach Manager
(919) 715-1034
kmann@nccommerce.com
Eleanor Talley
Industry Relations Manager
(919) 733-0869
etalley@nccommerce.com
Public Relations
Margo Metzger
Public Relations Manager
mmetzger@nccommerce.com
(919) 733-7420
Suzanne Brown
Public Relations Program Assistant
(919) 715-6703
sbrown@nccommerce.com
North Carolina Division of Tourism, Film & Sports Development
Directories
Bill Russ
Photographer
(919) 733-7242
bruss@nccommerce.com
Domestic/International Travel Contacts
Domestic Marketing/Group Sports/Sports
Kristi Driver
Group Travel Manager
(919) 733-7413
kdriver@nccommerce.com
International Marketing
Heidi Walters
Manager of International Marketing
(919) 715-6702
hwalters@nccommerce.com
Canada
Charmaine Singh
Vision Co.
Vice President
(416) 341-2474 ext. 252
99 Blue Jays Way
Suite 300
Toronto, CA M5V9G9
charmaines@visioncompanies.com
Germany
Rita Hille
Managing Director
Wiechmann Tourism Service
011-49-69-25538-0
Scheidswaldstr. 73
D-60385 Frankfurt am Main
rita@weichmann.de
United Kingdom
Sam Hancock
Account Manager
Hills Balfour Synergy
Colechurch House, 1 London Bridge Walk,
London, SE1 2SX
Ph: 011-44-20-7367-0900
Fax: 011-44-20-7407-3810
samuelh@hillsbalfoursynergy.com
Publications/Extranet Contacts
Kathy Prickett
Publications Manager
(919) 733-8302
kprickett@nccommerce.com
Nicolle Jones
Database Manager
(919) 733-7501
njones@nccommerce.com
Wine Tourism Contact
Justin Furr
Director of Wine & Grape Marketing and
Development
(919) 715-9463
(919) 715-WINE
Fax: (919) 733-8582
jfurr@nccommerce.com
North Carolina Film Contacts
Aaron Syrett
North Carolina Film Office Director
(919) 733-5016
asyrett@nccommerce.com
Guy Gaster
Production Services Executive
(919) 715-2958
ggaster@nccommerce.com
Cheryl Mauro
Assistant to the Film Office Director
(919) 715-7517
cmauro@nccommerce.com
Physical Address:
North Carolina Film Office
301 N. Wilmington Street
Raleigh, North Carolina USA 27601
Mailing Address:
North Carolina Film Office
4324 Mail Service Center
Raleigh, North Carolina USA 27699-4324
(919) 733-9900
Fax: (919) 715-0151
Tourism Development
André Nabors
Tourism Development Manager
(919) 733-7502
anabors@nccommerce.com
Visitor Services
Wally Wazan
Visitor Services Program Manager
(919) 715-2098
wwazan@nccommerce.com
Cynthia Ferguson
Visitor Services Program Assistant
(919) 733-7479
cferguson@nccommerce.com
Larry Strickland
Warehouse Supervisor
Phone: (919) 662-4493
Fax: (919) 661-4860
Physical Address:
3221 Durham Dr.
Raleigh, NC 27603
lstrickland@nccommerce.com
Inquiry
Jade Feliciano
Fulfillment Supervisor
919) 715-5759
jfeliciano@nccommerce.com
Teresa Smith
Toll-Free Operator Supervisor
(919) 715-5900
tlsmith@nccommerce.com
Sports Development Contacts
Chuck Hobgood
(919) 361-1133, Ext. 5
Physical Address:
301 N. Wilmington St.
Raleigh, NC 27601
Mailing Address:
4324 Mail Service Center
Raleigh, NC 27699-4324
chuck.hobgood@ncsports.org
Travel & Tourism Board
2012 Member Contact List
Josh Bass
Currituck Chamber of Commerce
Term Ends: 12/31/2012
Apptd By: House Speaker
Sabrina Bengel
City of New Bern
Term Ends: 12/31/2012
Apptd By: Senate President Pro Tempore
Rolf Blizzard, Chairman
Turnpike Properties
Term Ends: Ex Officio
Apptd By: NC T&T Coalition
Chris Cavanaugh
Magellan Strategy Group
Term Ends: Governor’s Term
Apptd By: Governor
Robert “Randy” Cobb
Abercrombie Oil Co., Inc.
Term Ends: 12/31/2013
Apptd By: NC Petroleum Marketers Assn.
Secretary J. Keith Crisco
NC Department of Commerce
Term Ends: Ex Officio (Non-Voting)
Apptd By: NC Dept. of Commerce
Teresa Damiano
Raleigh-Durham Airport Authority
Term Ends: 12/31/2010
Apptd By: Senate President Pro Tempore
S. Lewis Ebert
NC Chamber
Term Ends: Ex Officio
Apptd By: NC Chamber
Denny Edwards
Greater Raleigh CVB
Term Ends: 12/31/2013
Apptd By: DMANC
Rep. Phillip Haire
NC House of Representatives
Term Ends: 12/31/2012
Apptd By: House Speaker
Rep. Susi Hamilton
NC House of Representatives
Term Ends: 12/31/2012
Apptd By: House Speaker
Sen. Ralph Hise
North Carolina Senate
Term Ends: 12/31/2012
Apptd By: Senate President Pro Tempore
Kimberly “Kim” Hufham
Wilmington and Beaches CVB
Term Ends: Ex Officio
Apptd By: NCTIA
Chris Humphrey
Allstate Insurance / ERA Humphrey Realty
Group
Term Ends: 12/31/2012
Apptd By: Senate President Pro Tempore
Vimal Kolappa
East Coast Hospitality, LLC
Term Ends: Governor’s Term
Apptd By: Governor
John Randal “Randy” Kolls
Washington Duke Inn & Golf Club
Term Ends: 12/31/2013
Apptd By: NCRLA
Donna Carpenter
Cabarrus CVB
Term Ends: 12/31/2013
Apptd By: DMANC
Lynn Minges
NC Department of Commerce
Term Ends: Ex Officio (Non-Voting)
Apptd By: NC Dept. of Commerce
Robert M. O’Halloran
East Carolina University
Term Ends: 12/31/2013
Apptd By: NCRLA
Davin Olsen
Gale Force Sports & Entertainment/Carolina
Hurricanes
Term Ends: 12/31/2012
Apptd By: House Speaker
Sen. Jean Preston
North Carolina Senate
Term Ends: 12/31/2012
Apptd By: Senate President Pro Tempore
Lynn Lewis
Washington TDA
Term Ends: 12/31/2013
Apptd By: NCTIA
Joan H. Pulley
Carteret County Chamber of Commerce
Term Ends: 12/31/2012
Apptd By: House Speaker
James “Jamie” Reibel
Sargasso Travels’, Inc., Phideaux Fishing
Term Ends: 12/31/2011
Apptd By: NCWU
Leonard Rigsbee
Cap-N-Squid Boatworks
Term Ends: 12/31/2011
Apptd By: NCWU
Tom Ruff
The Biltmore Company
Term Ends: 12/31/2011
Apptd By: NCRLA
Susan Spangler
The Greensboro Carousel
Term Ends: Governor’s Term
Apptd By: Governor
Steve Thanhauser
The Angus Barn
Term Ends: 12/31/2013
Apptd By: NCRLA
Mitzi York
Brunswick County Tourism Development
Authority
Term Ends: 12/31/2013
Apptd By: DMANC
Welcome Center Managers
Margaret Ritchey
I-26 East Welcome Ctr. Manager
Physical Address:
I-26 at Mile Marker 68
Columbus, NC 28722
Mailing Address:
PO Box 249
Columbus, NC 28722
(828) 894-2120
mritchey@nccommerce.com
Vickie Sealock
I-26 West Welcome Ctr. Manager
Physical Address:
I-26 at Mile Marker 6
Mars Hill, NC 28754
Mailing Address:
PO Box 1210
Mars Hill, NC 28754
(828) 689-4257
vsealock@nccommerce.com
Tina Evans
I-40 West Welcome Ctr. Manager
Physical Address:
I-40 at Mile Marker 10
Waynesville, NC 28786
Mailing Address:
P.O. Box 809
Waynesville, NC 28786
(828) 627-6206
tevans@nccommerce.com
Oma Boyd
I-77 North Welcome Ctr. Manager
Physical Address:
I-77 at Mile Marker 105
Dobson, NC 27017
Mailing Address:
PO Box 1066
Dobson, NC 27017
(336) 320-2181
oboyd@nccommerce.com
Louie Comer
I-77 South Welcome Ctr. Manager
Physical Address:
I-77 at Mile Marker 1
Charlotte, NC 28241-0724
Mailing Address:
PO Box 410724
Charlotte, NC 28241
(704) 588-2660
ccomer@nccommerce.com
Mary Perkinson
I-85 North Welcome Ctr. Manager
Physical Address:
I-85 at Mile Marker 231
Norlina, NC 27563
Mailing Address:
PO Box 156
Norlina, NC 27563
(252) 456-3236
mperkinson@nccommerce.com
Linda Cabaniss
I-85 South Welcome Ctr. Manager
Physical Address:
I-85 at Mile Marker 2
Kings Mountain, NC 28086
Mailing Address:
5 Northbound I-85
Kings Mountain, NC 28086
(704) 937-7861
lcabiness@nccommerce.com
Frieda Day
I-95 North Welcome Ctr. Manager
Physical Address:
1 I-95 Southbound Hwy
Pleasant Hill, NC 27866
Mailing Address:
PO Box 52
Roanoke Rapids, NC 27870
(252) 537-3365
fday@nccommerce.com
Kat Littleturtle
I-95 South Welcome Ctr. Manager
Physical Address:
I-95 at Mile Marker 5
Rowland, NC 28383
Mailing Address:
Box 999
Rowland, NC 28383
(910) 422-8314
klittleturtle@nccommerce.com
Marketing Partners
Advertising, Public Relations & VisitNC.com
Directory
Luquire George Andrews (LGA)
4201 Congress Street, Suite 400
Charlotte, NC 28209
(704) 552-6565 (phone)
(704) 552-1972 (fax)
www.lgaadv.com
Client Services
Peggy Brookhouse
President / Partner
brookhouse@lgaadv.com
Scott Gilmore
VP, Management Supervisor
scott.gilmore@lgaadv.com
Brooks Luquire
Senior Account Executive
brooks.luquire@lgaadv.com
Jane Duncan
Senior Account Executive
jane.duncan@lgaadv.com
Interactive
Lisa Enders
Account Executive
lisa.enders@lgaadv.com
Gretchen Voth
Social Media/Public Relations
gretchen.voth@lgaadv.com
Partner Programs
Crandall Turner
Partner Programs Manager
crandall.turner@lgaadv.com
Public Relations
Maureen Haley
Account Supervisor
maureen.haley@aboutdci.com
Karyl Leigh Barnes
Senior Vice President/Partner
karyl.barnes@aboutdci.com
North Carolina Travel Guide
Journal Communications, Inc.
725 Cool Springs Blvd
Suite 400
Franklin, TN 37067
Ph: (615) 771-0080
or 800-333-8842
Fax: (615) 771-0079
Susan Chappell
Vice President/Travel Publishing
schappell@jnlcom.com
Scott Templeton
Senior Vice President/Business Development
stempleton@jnlcom.com
Jarek Swekosky
Vice President/Sales
jswekosky@jnlcom.com
Robin Robertson
Senior Integrated Media Manager
rrobertson@jnlcom.com
Mary Ann Stafford
Executive Integrated Media Manager
mstafford@jnlcom.com
Deshaun Goodrich
Senior Integrated Media Manager
dgoodrich@jnlcom.com
Scott vonCannon
Integrated Media Manager
svoncannon@jnlcom.com
County Contacts
Click here to download the North Carolina 100
County Contact Directory.
Film Contacts
North Carolina Regional Film Offices Directory
Charlotte Regional Film Commission
Beth Petty, Director
550 South Caldwell Street, Suite 760
Charlotte, North Carolina 28202 USA
Ph: (704) 347-8942
Fax: (704) 347-8981
bpetty@charlottefilm.com
www.charlotteusa.com
Triangle Research Film Commission
Rob Shoaf
P.O. Box 13041
Research Triangle Park, NC 27709
Ph: (919) 682-2222
Fax: (919) 682- 3322
triangleregionalfilm@gmail.com
www.durham-nc.com/film
Eastern NC Film Commission
Frank Dooley, Director
c/o IBX Ventures
740 Greenville Blvd.
Suit 400
#175
Greenville, NC 27858
Ph: (252) 531-4012
fdooley@filmeast.net
www.filmeast.net/portal/news.php
Piedmont Triad Film Commission
Rebecca Clark, Director
7025 Albert Pick Drive, Suite 303
Greensboro, NC 27409
Ph: (336) 393-0001
Fax: (336) 668-3749
rebecca@piedmontfilm.com
www.piedmontfilm.com
Western NC Film Commission
Pam Lewis
134 Wright Brothers Way
Fletcher, NC 28732
Ph: (828) 687-7234
Fax: (828) 687-7552
film@awnc.org
www.wncfilm.com
Wilmington Regional Film Commission
Johnny Griffin, Director
1223 North 23rd Street
Wilmington, NC 28405
Ph: (910) 343-3456
Fax: (910) 343-3457
jgriffin@wilmingtonfilm.com
www.wilmingtonfilm.com
Wine Contacts
North Carolina Wine Directory
Administration
Justin Furr
Director of Wine Marketing
919-715-9463
Fax: 919-733-8582
jfurr@nccommerce.com
Physical Address:
301 N. Wilmington St.
Raleigh, NC 27601
Mailing Address:
4324 Mail Service Center
Raleigh, NC 27699-4324
Consumer website:
VisitNCwine.com
Vinifera Advisory Committee
Ed Cook
Chair
Term: 9/1/11-8/31/12
Director Wine & Beer, Harris Teeter
Jerry Douglas
Term: 9/1/11-8/31/12
President, Biltmore Winery
Mark Friszolowski
Term: 9/1/11-8/31/13
Winemaker/General Manager, Childress
Vineyards
Buddy Norwood
Term: 9/1/11-8/31/13
Senior VP Administration, Shelton Vineyards
Karen Ray
Vice Chair
Term: 9/1/11-8/31/13
Former NC House Rep. 95th district, Iredell
County
Muscadine Advisory Committee
Bill Hatcher
Term: 9/1/11-8/31/13
Vice President, Duplin Wine Cellars
Bob Hinnant
Term: 9/1/11-8/31/12
Owner, Hinnant Family Vineyards
Phil Nordan
Chair
Term: 9/1/11-8/31/13
Owner, Treehouse Vineyards
Dan Smith
Vice Chair
Term: 9/1/11-8/31/13
Owner, Cypress Bend Vineyards
William Yost
Term: 9/1/11-8/31/12
Owner, Cauble Creek Vineyards